Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
What categories might there be in the next century, and how will those messages be delivered? Will the Lions festival as we know it still exist and, crucially, will there still be rosé? The Moon Unit cracks out its crystal ball to investigate.
As the world balances of the edge of climate catastrophe, Anna Lungley, Chief Sustainability Officer at dentsu, outlines what we need to do and why the advertising industry is perfectly placed to help do it.
James Clifton, CEO of The Mission Group, examines some of the biggest product failures, the part marketing sometimes places in such catastrophes, and why failing can be a good thing.
June is Pride month in the UK, but how should brands know the best way to approach the event and, when they do, what should they be saying? We asked five strategists for their views.
This week sees the UK celebrate 70 years of HRH Queen Elizabeth II being on the throne. But, apart from an extended bank holiday, what does the Platinum Jubilee mean to consumers and can - and should - brands use the event to their advantage?
Politics is just the art of getting things done, but has come to mean so much more. The Moon Unit look at the push-and-pull of a commercial shoot, examining who's really in charge, the tricky question of tribes and the ultimate conundrum of how to foster good communication.
Simon Richings, ECD of We Are Social, explores the rise of pseudo-authenticity and how brands attempting to simulate ‘realness’ can end up with phony baloney that consumers see right through.
Is comedy curtailed by a committee? Do we need flexibility in order to allow jokes to evolve? How has humour changed in the last few decades in advertising? Merman director and comedic commercial legend Guy Manwaring discusses the role of gags in an industry nervous to act on impulse.